NEW YORK--(BUSINESS WIRE)--Macy’s (NYSE:M) today unveiled Marilyn Monroe, an apparel collection that re-imagines the style of the greatest icon of the 20th century for the 21st century fashionista. The collection, created by LF USA and Authentic Brands Group, will infuse the actress unrivaled personality and retro styling into flirty and fun garments for the fashion-forward girl. This March, Marilyn Monroe will launch exclusively in the Mstylelab department at 150 Macy’s stores and online at macys.com. Customers and fans can look forward to an advertising campaign that immortalizes the starlet’s style through iconic photographs alongside the new collection.
"We are thrilled to partner with the retail experts at Macy's to bring to life one of the things Marilyn loved most – fashion," said Nick Woodhouse, president & CMO of Authentic Brands Group. "As one of the world's most famous style icons, it only made sense to create a Marilyn Monroe apparel collection that represents the glamour and beauty that she is known for."
The Marilyn Monroe line embraces silhouettes that fit and flatter, from halter dresses that cinch at the waist to gingham tie-front, button-down tops and pink polka dot denim, evoking a Monroe-esque image. Recreating the icon’s noteworthy personality this spring, Marilyn Monroe is effortless, flirty and ultra-feminine. Soft blues and pinks highlight a girl-next-door quality, while bold reds and black and white add a sense of allure. Customers can also show their love for Hollywood’s eternal “it” girl by wearing a smiling Marilyn Monroe cropped t-shirt that features the icon in one of two famous poses. The collection will retail from $29 to $89, offering affordable fashion to girls who want to look confident, feminine and fun.
“Marilyn Monroe’s appeal is legendary and Macy’s is excited to launch a collection that draws inspiration from her timeless style,” said Martine Reardon, Macy’s chief marketing officer. “This new line takes her unique sensibility, noteworthy silhouettes and colors of the time, and reinvents them for a modern-day Marilyn Monroe that is fun-loving, flirty and not afraid to play with fashion.”
Macy’s Marilyn Monroe advertising campaign takes today’s modern-day Marilyn and sets her against a backdrop of the icon’s most famous photographs. Each image depicts a carefree persona and sassy attire in an updated style that is relevant to today’s customer. The marketing campaign will debut in March issues of fashion magazines as well as in direct mail, online and in-store visual presentations.
The Estate of Marilyn Monroe is a subsidiary of and managed by Authentic Brands Group. For more information about the Marilyn Monroe collection at Macy’s, please visit macys.com/pressroom. This spring, Macy’s customers can shop the collection by visiting macys.com/mstylelab.
Macy's, the largest retail brand of Macy's, Inc., delivers fashion and affordable luxury to customers at more than 800 locations in 45 states, the District of Columbia, Puerto Rico and Guam. Macy's stores and macys.com offer distinctive assortments including the most desired family of exclusive and fashion brands for him, her and home. Macy's is known for such epic events as Macy's 4th of July Fireworks® and the Macy's Thanksgiving Day Parade®, as well as spectacular fashion shows, culinary events, flower shows and celebrity appearances. Building on a 150-year tradition, Macy's helps strengthen communities by supporting local and national charities that make a difference in the lives of our customers.
About Authentic Brands Group, LLC
Authentic Brands Group, in partnership with Leonard Green & Partners, is an intellectual property corporation with a mandate to acquire, manage and build long-term value in prominent consumer brands. Headquartered in New York City, ABG's mission is to further enhance brand equity through partnering with best-in-class licensees and direct-to-retail partnerships in apparel, sporting goods, action sports, home, celebrity, entertainment and consumer electronics. The brands ABG owns include Marilyn Monroe®, Judith Leiber®, Adrienne Vittadini®, Taryn Rose®, Hickey Freeman®, Hart Schaffner Marx®, Palm Beach®, Exclusively Misook®, Christopher Blue®, Prince®, Ektelon®, Viking®, TapouT®, Sportcraft®. www.abg-nyc.com